Erica Abercrumbie
About Erica Abercrumbie
Erica Abercrumbie is the Senior Brand Manager for Influencer Marketing & Brand Partnerships at Old Spice, part of Procter & Gamble, with extensive experience in brand management and marketing roles across various companies.
Company
Erica Abercrumbie is currently working at Procter & Gamble as the Senior Brand Manager in Influencer Marketing & Brand Partnerships for Old Spice. Her role began in 2022 and takes place in Cincinnati, Ohio.
Title
Senior Brand Manager, Influencer Marketing & Brand Partnerships, Old Spice. She manages key initiatives aimed at diverse audiences and major media partnerships.
Education and Expertise
Erica Abercrumbie studied at The Ohio State University, where she earned a Bachelor of Science in Business Administration, majoring in Marketing with a minor in Popular Culture. Her educational foundation supports her extensive career in brand management and influencer marketing.
Background
Erica Abercrumbie has held diverse roles across several companies before joining Procter & Gamble. She worked as an Account Director at Fohr, Account Supervisor at Nike Communications, Inc., and Account Manager at The FADER. Her earlier career included varied positions at IMG LIVE, LLC, Zipscene, The Abercrumbie Group, Anthem Worldwide, Lisnr, LPK, Liquid Soul Media, and L Brands. These roles span from brand strategy to community relations and account management.
Achievements
Erica successfully managed a $10M+ custom content partnership for Old Spice, involving the 'Cold As Balls' collaboration with Hartbeat, P&G's most significant black-owned media partnership. She also oversaw Old Spice's $4M influencer marketing plan focused on Black, LatinX, and Gen-Z audiences, achieving 100% growth within a year. Notably, she served as the liaison for P&G's first HBCU tour, 'HBCYou,' and initiated 'The Pivot,' the first video podcast partnership pilot at P&G.